news" now, and a surprise move from an iconic american brad today. Kfc, the fried chicken empire. Tonight, saying they're starting a menu revolution. Keeping their original recipe, but taking out something that seems original. Will it be a game changer for the fast food giant? Here tonight, abc's matt gutman. Yeah, kfc. Original recipe. Reporter: It's a come los sal gamble for the company and admission that the colonel and his bucket, icons for 60 years -- and it's finger licking good. Reporter: May be long to a by-gone era. I think if the colonel were around today, he would be very excited about this product. Reporter: That recipe, 11 spices, the batter, remains the same. What has changed may be the way americans eat. The $200 billion a year fast food industry is constantly trying to keep up with people ages 20 to 35 that make up 25% of the population. It appeals to a younger generation that prefers their product in a pourable format. Reporter: The boneless chicken won't be out for a couple of weeks, but I got an early taste. Tastes just like chicken. Along with marketing expert, claudia tounls ewnsend.What does that mean for us? It's something that's easy, a little bit cleaner, doesn't require as much work. Reporter: But huge brand shifts can fizzle. Anyone remember new coke? New taste of coca-cola. Better thannen. Reporter: Or the mcdlt. Which flopped despite this ad campaign starring a dancing jason alexander. Kfc's move to boneless comes with a new ad campaign, too. And a new catch phrase. Fight the bones! Reporter: A joke, of course, but kfc is very serious about its chicken. Matt gutman,news, miami. Always daring to change the

This transcript has been automatically generated and may not be 100% accurate.

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